Unleashed is the first European subsidy programme for start-ups in the pet supplies sector. It is aimed at entrepreneurs with a business model that enlists the help of science or new technologies to offer innovative products and services for dogs, cats and their owners. Submissions can be sent to www.unleashedbypurina.com. The closing date for applications is 31 March, with the winners being announced on 24 June.
Six chosen start-ups gain access to the Purina network, infrastructure and research facilities and are advised and accompanied by experienced mentors. During the six-month programme, the founders of the start-ups work with a team from Purina on developing their business idea further. Unleashed also grants the winners access to training and countless opportunities for networking, as well as financial support for the project in question up to a total of 46 000 euros.











